Analysis of MyPerfectWedding.com Case Study Example | Topics and Well Written Essays - 1250 words

Analysis of MyPerfectWedding.com - Case Study Example For 18 months of website existence, the project has not been successful as it failed to generate revenue and it still requires investment. Probably, Jessica could quit this idea and focus on her main job. However, if she really wants to have the additional source of revenue with minimum involvement in future she needs to work hard now in order to develop a sustainable business. If she were to move forward, what strategy would you recommend? First, Jessica needs to develop a business plan. Even though it is mentioned in the case study that she is not a planner but a doer, she will hardly succeed in the future without having clearly identified goals, objectives, set of activities, financial and marketing plan. Secondly, there are two different areas, on which Jessica needs to focus on: (1) website users; and (2) local suppliers and other companies. Both these categories of customers are essential for Jessica’s business as they are closely interrelated to each other. Website user s will generate activity on the website and this will make it attractive for advertising purposes. Therefore, Jessica needs to develop a more comprehensive marketing communication plan aiming to meet the needs and expectations of both groups of customers. Jessica needs to reconsider its marketing mix strategy, focusing mainly on pricing and promotion strategies. Below are given some brief recommendations regarding these strategies. Pricing strategies Users of the website are charged $20 a year for a membership fee.